Content and Digital Experience Director, UW Medicine Strategic Brand and Marketing

University of Washington Medical Center • Seattle, WA

4d • $120,000 - $143,820 • Hybrid

About The Position

UW Medicine has an outstanding opportunity for a Content and Digital Experience Director to join their team. Reporting to the Assistant Vice President, Digital Strategy and Operations, the Director, Digital Experience leads the strategy and execution of content strategy, user experience, content design, and discoverability for UW Medicine's primary digital hub, uwmedicine.org, and connected digital channels. This role owns the digital experience for UW Medicine’s primary platform, uwmedicine.org, and shapes how content and experiences are structured, governed, and distributed across a broader external ecosystem, including search, AI-driven discovery, social platforms, partner channels, and emerging technologies. The Director establishes a hub-and-spoke model, positioning the website as the authoritative source of truth while enabling consistent, high-quality engagement across distributed channels.

Requirements

• Bachelor’s degree in a related field.
• Five years of experience managing teams, shaping digital experience strategy, including UX, content strategy, and discoverability across web and distributed digital channels.
• Experience defining digital experience strategies that span multiple channels and platforms, including websites, search, AI-driven discovery, and third-party digital ecosystems.
• Understanding of AI-driven search and generative discovery trends.
• Experience designing hub-and-spoke digital content or platform models.
• Familiarity with structured content, schema, and knowledge graph principles.
• A strong understanding of search engine optimization and how organic authority and visibility are earned on the web.
• Experience with design thinking, methodology, and design operations.
• Knowledge of social and mobile experiences.
• Experience leading agile teams and prioritizing work for digital teams.
• Experience managing, coaching, and developing direct reports.
• Experience handling budgets and formulating resourcing plans.
• Strong critical-thinking and problem-solving skills.
• Strong leadership, negotiation, and consensus-building skills.
• Ability to thrive in a fast-paced, high-volume environment with tight deadlines.
• Good organizational and time management skills.

Nice To Haves

• Seven or more years of experience shaping digital experience strategy, including UX, content strategy, and discoverability across web and distributed digital channels.
• Experience in healthcare, higher education, or nonprofit environments.

Responsibilities

• Set the vision and roadmap for content strategy and user experience across uwmedicine.org and connected digital channels, aligning user needs with patient acquisition, engagement, and business goals.
• Lead a hub-and-spoke digital model in which the website serves as the authoritative source of truth while enabling consistent, high-value experiences across distributed platforms.
• Partner with service line marketing, content marketing, reputation management, social, and paid media teams to align digital experience strategy across owned and distributed channels.
• Evaluate competitive and emerging approaches to identify best practices and encourage innovation.
• Manage idea generation and project intake processes through to execution and measurement.
• Analyze our strategies' performance, identify strategic opportunities, facilitate change to hit and exceed customer expectations and KPIs.
• Ensure UW Medicine’s content ecosystem supports Generative Engine Optimization (GEO), structured data, and authoritative entity representation across digital platforms.
• Partner with marketing, content, brand, product management, web development, IT, and other stakeholders to design seamless digital experiences that meet user needs and organizational priorities.
• Oversee content strategy and design, UX research and design, information architecture, UX writing, and content governance work that makes digital experiences clear, usable, scalable, and easy to maintain and support the organization’s business goals.
• Champion structured content, SEO, schema, and measurement frameworks that strengthen search visibility, support AI discovery, and continuously improve user journeys across channels.
• Establish KPIs and measurement frameworks that track the performance of digital experiences across search, AI discovery, web, and distributed digital channels, using insights to continuously improve user journeys.
• Develop lightweight, repeatable workflows, templates, and intake processes that help the team deliver efficiently in an agile environment.
• Lead, coach, and develop a high-performing team of UX, content design, content strategy, UX writing, and SEO professionals across multiple concurrent initiatives.
• Manage day-to-day workflow for team including assignments and the end-to-end project processes.
• Responsible for staffing, performance feedback, budgeting, and resource planning to ensure high-quality delivery and sustainable operations.
• Foster a culture of iterative design, continuous improvement, and data-informed decision making across the team and broader organization.

Benefits

• For information about benefits for this position, visit https://www.washington.edu/jobs/benefits-for-uw-staff/

What This Job Offers

• Job Type: Full-time
• Career Level: Director